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UK's largest video games retailer, the appropriately named GAME, is taking a crack at the ever-widening digital market. The retailer introduced a new feature for players looking to purchase content online called GAMEwallet, with plans to offer gift cards for the system in 2012.

By giving players incentive to focus on just one account that can be used to fund multiple MMOs and other games, GAME is hoping that GAMEwallet will become the one-stop shopping center for gamers. Several MMO studios are on board with the program, with titles like RuneScape and APB Reloaded fundable through it. GAME is targeting a majority of its customers who don't use debit and credit cards to buy digital content because of security concerns.

GAME's Tricia Brennan sees move as not just a smart one, but a necessary one: "The digital games market is growing fast, but two things are holding it back: the reliance on customers using credit or debit cards online, and the lack of a one-stop shop offering advice across a wide range of titles from different publishers. We're about to change that."

GAME is currently struggling financially, as it recently announced losses of over $81 million from sales.